The Commodification of second-hand fashion as a sustainability trend on social media

Abstract

Treball de fi de màster Estudis Internacionals sobre Mitjans, Poder i Diversitat

Supervisora: Maria Castellví

This research explores the motivations behind second-hand fashion consumption and the role of social media in shaping sustainable practices among young adults in Greece. Using a mixed- methods approach combining an online survey and in-depth content analysis of two influencer accounts, the study investigates the relationship between consumer behaviour regarding sustainable fashion and the role of social media in making sustainability and Second-hand shopping a 'trend'. While sustainability is present in consumers’ discourses, price and style motivations often overshadow it. The study applies a critical theory lens to examine how digital platforms may be co-opting resistance to the capitalist fashion industry for profit. Findings suggest that although sustainable narratives are visible online, consumer practices often reflect the influence of capitalism in the online platforms rather than structural activism and public discourse.